Anasia Group
Anasia Group is a Cairo-headquartered, privately-held multi-business group operating across 7 Middle Eastern countries, distributing industrial automation, instrumentation, consumer appliances, and lighting products as an exclusive partner for world-leading OEMs, and operating Esquires Coffee hospitality outlets in Saudi Arabia.
- Company typePrivate
- Founded1993
- HeadquartersHeliopolis, Egypt
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Anasia Group does
Anasia Group is a private shareholding group founded in 1993 and headquartered in Heliopolis, Cairo, Egypt, operating across 7 Middle Eastern countries (Egypt, Saudi Arabia, Bahrain, UAE, Oman, Kuwait, and Qatar) with 700+ employees from 14 nationalities. The group is organized into five stand-alone business units — Industrial Solutions, Process Automation, Appliances, Lighting Accessories, and Hospitality — each with dedicated sales and customer service teams backed by shared corporate functions (Logistics, IT, HR, Finance).
The Industrial Solutions unit distributes factory equipment and packaging automation from European OEMs (Agriflex, Mariani, Markem Imaje, Mettler Toledo, PFM Group, Polin, Universal Pack, Novopac, Zanasi, HSA Systems, SPS Italiana Pack) for food, beverage, pharmaceutical, chemical, and bakery sectors. The Process Automation unit represents Endress+Hauser, Valmet (formerly Neles), and Ebro Armaturen, providing flow, pressure, level, temperature, and liquid analysis instrumentation plus industrial valves, backed by authorized calibration services and a W@M web-based asset management platform. The Appliances and Lighting Accessories units act as exclusive distributors for premium international brands (Black+Decker, Salter, Logitech, House of Marley, Bergen, JAM Audio, Elios, Nara) across Egypt via modern trade, wholesale, retail, and digital channels. The Hospitality unit operates Esquires Coffee Houses in Saudi Arabia across kiosks, mobile carts, and full-fledged shops in malls, hospitals, airports, and street fronts.
Anasia's revenue model is a mix of one-time equipment and product sales, recurring service contracts (calibration, installation, commissioning, trade marketing, merchandising, key account management), and consumer transaction revenue through Esquires Coffee. Pricing is quote-based and inquiry-driven rather than publicly listed. Customer segments are diversified across enterprise industrial buyers (oil & gas, chemicals, petrochemicals, water/wastewater, power, mining, food & beverage, life sciences) and consumer retail, with the Process Automation division alone citing over 23,000 customers.
Anasia Group firmographics
Firmographics- Name
- Anasia Group
- Legal name
- Anasia Group
- Website
- https://anasia.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Anasia Group is a Cairo-headquartered, privately-held multi-business group operating across 7 Middle Eastern countries, distributing industrial automation, instrumentation, consumer appliances, and lighting products as an exclusive partner for world-leading OEMs, and operating Esquires Coffee hospitality outlets in Saudi Arabia.
- Ownership category
- akta.pro rank
Where Anasia Group is headquartered
LocationHeadquarters
- HQ city
- Heliopolis
- HQ country
- Egypt
- HQ region
- Africa
Offices8 records
Markets served
Anasia Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Industrial Solutions Sales: Sale and distribution of industrial equipment and solutions including packaging automation, weighing systems, and industrial plants for storing, conveying and dosing raw materials.
- Appliances Distribution: Exclusive distribution of leading international appliances brands including Black + Decker, Salter, Logitech, House of Marley, Bergen, and JAM Audio products across Egypt.
- Process Automation Products: Sale of process automation instrumentation including flowmeters, pressure transmitters, temperature sensors, level measurement devices, and valves through e-shop platform.
- Technical Services: Installation, commissioning, repair, calibration management, and value-added services including service contracts and training.
- Hospitality Operations: Operation of Esquires Coffee Houses including kiosks, mobile carts and full-fledged shops in malls, hospitals, airports and street fronts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Process Automation Products - E-Shop with in-stock inventory |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Anasia Group product offering
Product offeringCore offering
Anasia Group distributes and services industrial solutions, process automation instrumentation, consumer appliances, lighting products, and operates Esquires Coffee Houses across seven Middle East countries. The company serves as the exclusive local partner and distributor for world-leading manufacturers such as Endress+Hauser, Valmet, Black + Decker, Salter, Logitech, and Polin, providing the equipment plus technical services including consultation, installation, commissioning, calibration, logistics, trade marketing, and after-sales support.
Product overview
Anasia Group is a private shareholding company founded in 1993, operating as a diversified business group with operations across 7 countries in the Middle East. The company functions as a multi-business unit organization with five distinct divisions: Industrial Solutions (providing factory equipment and automation from partners like Agriflex, Mariani, PFM Group, Markem Imaje, Mettler Toledo, Polin, Universal Pack), Process Automation (measurement and control solutions representing Endress+Hauser, Valmet, Ebro Armaturen with products including flowmeters, pressure transmitters, temperature instruments, level and liquid analysis sensors, and valves), Appliances (distributing Black + Decker, Salter, Logitech, House of Marley, Bergen, JAM Audio), Lighting Accessories (electrical wiring and lighting products from Elios and Nara), and Hospitality (Esquires Coffee shops). Anasia serves as the exclusive local partner for world-leading manufacturers, providing technical services including consultation, installation, commissioning, calibration, logistics, trade marketing, and merchandising across the MENA region.
Differentiator
Problem solved
Functional benefit
Products and services
- Process Automation Instrumentation Distribution and integration of industrial measurement and control instrumentation including flowmeters (Coriolis, electromagnetic, ultrasonic, thermal mass), pressure transmitters, temperature instruments, level measurement devices, liquid analysis sensors, and industrial valves, serving oil & gas, chemicals, petrochemicals, water & wastewater, power, mining, food & beverage, and life science industries.
- Industrial Solutions and Packaging Automation Distribution of industrial packaging automation, weighing systems, metal detection, coding and traceability solutions, and automated industrial plants for storing, conveying, and dosing raw materials, serving new and existing factories across most industrial sectors.
- Consumer Appliances Distribution Exclusive distribution of leading international home, kitchen, well-being, and IT & gaming appliance brands including Black + Decker, Salter, Logitech, House of Marley, Bergen, and JAM Audio across modern trade, wholesale, retail, and digital channels in Egypt.
- Lighting and Electrical Accessories Distribution of lighting products, lighting accessories, and electric wiring supplies including energy saving lamps, switches, sockets, plugs, MCBs, multi sockets, lamp-holders, ballasts, CFLs, junction boxes, and outdoor lighting units, distributed through wholesale, retail, and public sector channels.
- Esquires Coffee Houses Operation of Esquires Coffee Houses offering organic, fairtrade coffee, premium beverages, specialty coffee, quality food, and signature desserts in various formats including kiosks, mobile carts, and full-fledged shops located in malls, hospitals, airports, and street fronts in Saudi Arabia.
- Calibration and Technical Services
Quantifiable outcome
- 23,000+ satisfied and trusted customers in Process Automation division
- +2 more outcomes
Companies that use Anasia Group
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Anasia Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Anasia Group partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- AgriflexcoreAgriflex designs and manufactures automated industrial plants for Storing, Conveying and Dosing either powder, solid or liquid raw materials for the production of food, pharmaceutical, and chemical products. For more than 30 years Agriflex has been working in this field with a commercial network reaching customers throughout the world.
- MarianicoreMariani is a leader in the design, development, and construction of innovative solutions for the secondary end-of-line packaging automation. Present on the market since 1960, Mariani exports its products to more than 45 countries. Located in north-east Italy, the company services food, beverage, printing, home and personal care, and pharmaceutical industries.
- Markem ImajecoreMarkem-Imaje is a trusted world manufacturer of product identification and traceability solutions, offering a full line of reliable and innovative inkjet, thermal transfer, laser, print and apply label systems and RFID-based systems. Has 30 subsidiaries worldwide serving more than 40,000 customers with 6 R&D centers.
- Mettler ToledocoreAnasia provides practical solutions for both industrial check weighing and metal detection applications using METTLER TOLEDO's modern technologies to help reduce production costs and improve product quality from raw materials to final product.
- PFM GroupcoreA reliable international manufacturer of horizontal and vertical flow and pillow pack wrapping machines with over 40 years of experience. PFM has acquired other companies including SPS-Italiana Pack Company, MBP multi-head weigher manufacturer, and BG-Pack.
- PolincoreFor over 80 years, Polin has been the leader in designing and manufacturing bread and bakery ovens equipment. With a unique eye for technical innovation, Polin boasts one of the most crucial R&D departments in the field with four manufacturing plants using latest generation robotized systems.
- Universal PackcoreUniversal Pack provides complete end-to-end sachet packaging solutions including cartooning options. All machinery is designed, manufactured and assembled in-house in Italy. Specializes in very high-speed, high-throughput solutions reaching speeds of up to 300 cycles per minute.
- Black + DeckercorePartnership for more than 19 years with Anasia-Egypt for Trading. Founded in 1910 by Americans S. Duncan Black and Alonzo G. Decker. Products and services marketed in more than 100 countries. Offers wide range of Home Appliances in Egypt with two years warranty.
- SaltercoreThe UK number One brand for domestic weighing scales and leading in precise measurement appliances. Salter Housewares began in late 1760 in Bilston, England. Anasia is the sole dealer of Salter in Egypt offering 15 years warranty.
- LogitechcoreSwiss company focused on innovation and quality. Founded in 1981 in Lausanne, Switzerland, connecting people through innovative computer peripherals with many industry firsts including infrared cordless mouse, trackball, and laser mouse.
- House of MarleycoreBuilt on principles of superior quality and sustainability. Eco-conscious identity created in collaboration with the Marley family to carry on Bob Marley's legacy. High-performance audio products crafted from mindfully sourced materials including bamboo and FSC certified wood.
- BergenminorBergen for Industry is the first manufacturer of water dispensers in Egypt since 1999. High quality producer and vendor for water coolers using Korean components with excellent after sales services 6 days per week.
- JAM AudiominorJAM Audio is a consumer electronics expert with over 20 years of experience bringing innovative products to US and global markets. Specialized in Bluetooth speakers and in-ear headphones. Anasia is the sole supplier across Egypt.
- ElioscoreElios Egypt is a shareholding company operating in Cairo under European license since 1975 with more than 500 employees. Specialized in manufacturing electrical wiring accessories and lighting components including switches, sockets, plugs, MCBs, multi sockets, lamp-holders, ballasts, and CFLs.
- NaracoreNara products present in Egyptian market for nearly fifty years in public and private sector. Specializes in connectors and clamps for wires, cables, junction boxes, headlamps for street lighting poles, lighting units, pipes, hoses and cable trays.
- Endress+Hauser GroupcoreEndress+Hauser Group is among the leading international providers of measurement instruments, services and automation solutions for industrial process engineering. Range includes sensors, instruments, systems and services for level, flow, pressure and temperature measurement, liquid analysis and data acquisition.
- ValmetcoreValmet is a Finnish leading developer and supplier of process technologies, automation and services for pulp, paper and energy industries. Has over 220 years of industrial history. Anasia Process Automation has been representing Neles Flow-Control (Valmet) since 2009.
- Ebro ArmaturencoreEbro Armaturen is a family-run company developing, manufacturing and marketing state-of-the-art industrial valves and automation technology. Products deployed in water treatment, power plant technology, chemical industry, seawater desalination, and renewable energies. Over 1,000 employees worldwide.
- Esquires CoffeecoreEsquires Coffee founded in 1993 on the concept of providing great coffee & food with great service and care for every neighborhood. Proudly operates in 12 countries from London to Jeddah, Dublin to Shanghai and Porto to Jakarta. Brand vision: loved for organic, Fairtrade & delicious coffee, trusted for wholesome food.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Anasia Group competitors and assessment
Company assessmentDirect peers
- Al Tayer Group: UAE-based diversified group with parallel business lines across automotive, luxury, retail and trading/distribution across the Middle East. Similar diversified holding model and reliance on world-leading principal brands.
- Costa Coffee: UK-based international coffee chain operating franchised stores across the Middle East. Competes with Anasia's Esquires Coffee operation for the same specialty coffee customers in malls, hospitals, and airports in Saudi Arabia.
- SPAN Group: Saudi-headquartered multi-business industrial and trading group with a comparable mix of packaged equipment distribution, technical services, and regional GCC coverage. Highly analogous structure to Anasia across multiple verticals.
- Boodai Trading Company: Kuwait-based multi-vertical industrial, electrical and consumer trading group serving Kuwait and the wider GCC. Comparable regional trading/distribution model with similar reliance on international principals.
- Bahgat Group: Egyptian multi-business industrial and consumer group with a similar long-standing (multi-decade) distribution franchise in industrial equipment, lighting, and consumer electronics in Egypt and the region.
- El-Khayyat Group: Saudi Arabian diversified group with parallel operations across industrial solutions, consumer products, and trading/franchise activities. Operates as a regional distribution and integration platform comparable to Anasia.
Emerging players
- Saudi Industrial Services Company (SISCO): Saudi-listed industrial services and trading group addressing similar industrial customers in the Gulf with engineering, equipment, and supply services. Partial overlap with Anasia's Industrial Solutions and Process Automation units.
Others
- Endress+Hauser: Swiss measurement and automation principal that Anasia represents exclusively in the region. Provides the technology backbone across Anasia's Process Automation division and is a critical principal partner.
Broad incumbents
- ABB: Global process automation and industrial instrumentation multinational that competes with Anasia's principal Endress+Hauser for the same industrial customers in flow, pressure, level, and analytical measurement across the Middle East.
- Al-Futtaim Group: Much larger UAE-headquartered diversified conglomerate operating across automotive, retail, real estate and services with extensive principal distribution franchises. Overlaps with Anasia's multi-business distribution model but at substantially greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Anasia Group social profiles
Digital presenceAnasia Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anasia Group leadership team
Management profileNumber of profiles
Profiles5 records
Anasia Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anasia Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Anasia Group
What does Anasia Group do?
Anasia Group distributes and services industrial solutions, process automation instrumentation, consumer appliances, lighting products, and operates Esquires Coffee Houses across seven Middle East countries. The company serves as the exclusive local partner and distributor for world-leading manufacturers such as Endress+Hauser, Valmet, Black + Decker, Salter, Logitech, and Polin, providing the equipment plus technical services including consultation, installation, commissioning, calibration, logistics, trade marketing, and after-sales support.
Is Anasia Group a public or private company?
Anasia Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Anasia Group founded?
Anasia Group was founded in 1993. It employs 501 to 1,000 people.
Where is Anasia Group based?
Anasia Group is headquartered in Heliopolis, Egypt, in the Africa region.
How does Anasia Group make money?
Five revenue lines are on record. Industrial Solutions Sales are the primary driver. The others are appliances Distribution, process Automation Products, technical Services and hospitality Operations.
Who are Anasia Group's main competitors?
Direct peers on record are Al Tayer Group, Costa Coffee, SPAN Group, Boodai Trading Company, Bahgat Group and El-Khayyat Group. Saudi Industrial Services Company (SISCO) is listed as an emerging player. Endress+Hauser is listed as an others. Broad incumbents are ABB and Al-Futtaim Group.
Does Anasia Group have an API?
No public API is recorded for Anasia Group.